7 Marketing Lessons I Learned From the Muscleheads at Gold's Gym

By Alexandria K. Brown
Posted Saturday, January 22, 2005

Can I share a secret with you?

I love working out. So much that several years ago I considered a career in fitness. I modeled for Reebok and Ironman magazine, made it to the final round for hosting a fitness TV show, and I moonlit as an aerobics instructor and personal trainer for several years while I figured out how to get out of my day job in publishing.

Now that I make a great living online as The E-zine Queen, I still make time for my health. And I'm lucky to live close to the most famous gym in the world: Gold's Gym at Venice Beach, California. On a daily basis, I'm surrounded by bodybuilding legends like Lou Ferrigno and various men named "Gunther," athletes like Kobe Bryant and Jennifer Capriati, and celebs like "The Rock". The place is an absolute circus, and I enjoy the entertainment factor.

When I first joined Gold's two years ago, I didn't pay much attention to the "muscleheads" - the professional bodybuilders. But I've come to realize they can teach us a lot about marketing and business success. Here are 7 lessons we can all learn from.

1. Hang around people whom you want to be like.
Bodybuilders and aspiring bodybuilders from all over the area come to the Venice Gold's because it's the home of bodybuilding. I know a few bodybuilders who drive almost an hour just to work out there. Sure, they could exercise at their neighborhood Ballys, but instead they make the trip to their Mecca every day through the arduous Los Angeles traffic.

Why? They know that when you hang around people who are doing what you want to do, you automatically have a much greater chance of success. The furious energy at Gold's is undeniable as soon as you walk in the door. You're surrounded by world-class competitors, gold medalists, and celebrities. It's not only motivating and inspiring, but there's a wealth of knowledge surrounding you as well.

Who are YOU hanging around? (Think about it.)

2. Consistency is the key for long-term success.
Bodybuilders know that a body is built over a long term. And even if they take some time off, they'll bounce back quickly because of all the training they've done over the years. It's called "muscle memory" - your body remembers your shape and snaps back into place.

In the same way, our clients and customers have "marketing memory." That is, as long as we're in front of them on a regular basis, they'll remember who we are - even if we take a break. (And there's no better way to stay in front of them than publishing an e-zine!)

3. Ups and downs are a part of the process.
Bodybuilders know that success comes in cycles. It's physically damaging for them to try to be on "full force" more than a few times every year. They know their limits, and they push them, but they don't break them.

Marketing has cycles as well. You can hit it hard for a while, then ease back for a bit. Don't worry when there's a "down." Just make sure to immediately follow it with an "up". Get back on your marketing schedule or mix it up and do something different.

4. Hard work is part of the game.
Bodybuilders don't wake up and say, "I don't feel like working out today." They just do it. It becomes part of their schedule, part of their life. And that ensures their success.

How many of us secretly wish our success would be handed to us on a silver platter? I'm all about attracting success on whatever level we can, but hey, let's realize there is work involved. The solution is to make the hard work FUN by doing what you love to do and delegating what you don't.

5. Model others who are already doing what you want to do.
Bodybuilders don't try to invent their own training programs from scratch. They look at what the top competitors are doing, and they do the same thing. From weightlifting to cardio to diet, they've got it down to a precise formula.

Don't reinvent the wheel when there are others who are already racing along. Find other business owners who are doing what you want to do, and model them. Important: Don't model ones who are doing it half-assed. Model the best, the ones who are experiencing the immense success that you dream of!

6. Find a mentor or coach for faster results.
I don't know of any champion who got to where he/she did alone. Every bodybuilding competitor hires a trainer or a coach who has been there before and can walk them through every step of the way. Does this cost them a lot of money? You bet. But they don't look at what it costs. They look at what it's WORTH. They're fast forwarding their success, and that is priceless.

I know many entrepreneurs who have wasted thousands or even tens of thousands of dollars on websites, programs, and training that got them nowhere or pointed them in the wrong direction. Don't make that mistake - I've been there. Stop struggling and invest in someone to show you the way - the right way - the first time.

7. Show off what you've got!
You can be sure the bodybuilding gurus at Gold's aren't meek about their successes. They show off their hard work with outfits that emphasize their assets. (Oh, the stories I could tell you about some of the costumes there! Lace catsuit, anyone?)

Even if you don't have it all (yet), show off what you DO have. Strut your best stuff and toot your own horn. You're doing the world a disservice if you don't let us all know what you and your business can offer.

About the Author
Alexandria K. Brown, "The E-zine Queen," is author of the award-winning manual, "Boost Business With Your Own E-zine." To learn more about her book and sign up for more FREE tips like these, visit her site at (http://EzineQueenTutorial.com/)